MINI AGMC marks breast cancer awareness month by introducing a powerful self-care guide cast in henna

Posted on 2024 Nov,20 | By ArabAd's staff

Breast cancer is among the most common cancers in women, impacting over 2.3 million women each year, with one in eight women diagnosed in their lifetime, according to the World Health Organisation (WHO). Early detection remains a pivotal factor in the success of treatment, and MINI AGMC's latest activation acknowledges this fact.

MINI AGMC is marking Breast Cancer Awareness Month in an unexpected and heartfelt way - by turning henna into a powerful, culturally resonant self-care guide.

Henna was traditionally used to celebrate and protect women’s wellbeing, and its 2–3-week presence on the skin makes it an ideal medium, encouraging women to integrate the self-exam into their routine.

In collaboration with Dr. Azra, a contemporary henna artist, MINI AGMC introduces ‘In Your Own Hands’, a special initiative designed to help women remember the importance of self-exams in a way that feels as personal and beautiful as the art of henna itself.

At the heart of MINI AGMC’s Breast Cancer Awareness campaign are custom henna designs crafted by Dr. Azra Khamissa.

Each pattern represents a step in breast self-exams (spiral, wedge, circular, and up-and-down movements), turning traditional henna art into gentle prompts for regular health checks.

A 60-second video further brings this to life, weaving familiar cultural symbols into a message: “There’s no bigger act of love than keeping your health in check,” which encourages women to see early detection as an empowering act of self-care.

“As a female director, it was inspiring to unite with women to choreograph the breast cancer self-exam steps into movement, turning it into a powerful ritual. This campaign brought MINI AGMC together with art, taking us on a journey that blends tradition with modern empowerment,” says Hana El Sadek, Film Director.

“I have always been passionate about women’s health. Using my art to send a positive message and help educate others has always been something I’ve wanted to do. I am so grateful to have had this opportunity to collaborate with MINI on this campaign,” shares Dr. Azra Khamissa, Henna Artist.

MINI’s pocket guide further complements the henna, showing how each design supports self-exams, making it easy to turn this health practice into a lasting habit.

“The act of applying Henna on someone has always been a very intimate moment shared between two women. Even though ideating and sketching happened digitally between myself and Dr. Azra, having this activation done by women for women was very important to us,” says Dana Al-Sheyyab, Senior Graphic Designer at Serviceplan Middle East.

To connect more deeply with the community, MINI AGMC hosted an event every weekend during the month of October at the AGMC showrooms in Dubai, inviting women to explore the campaign firsthand.

“This campaign is a celebration of strength and self-care, reminding every woman that her health is the most beautiful journey she can embark on,” says Ziad Boghdady, Director of Marketing at MINI AGMC.